STURGIS, S.D. – The Sturgis Motorcycle Rally is beginning to wind down, and the city’s rally director says it’s been a good year.

"It's been a great year with a lot of people. We've been having lots of people downtown Sturgis this year, and the crowds seem to be holding heading into the weekend," Jerry Cole told KBHB News Thursday.

Cole says they have overwhelming success with some new events this year.

"We had really good events and overwhelming success with our 5K, beard and moustache contest and tattoo contest. And, you know, we're going to play on that and work on those and make them even better next year."

Cole says a crowd favorite this year is a limited edition Rally coin.

"The people who have received those rally coins have been so honored. I had a guy pick one up who has been collecting rally souvenirs for over 20 years, and he said this was one of the best souvenirs he has ever gotten. It went straight to my heart that we have such a winner with this coin, and we are going to do them again."

Cole says there were only 2,000 numbered coins minted for this year’s rally. He says there were three ways to get one – participate in the annual Mayor’s Ride, visiting the city’s sponsors or competing in one of the city’s events.

Preliminary numbers indicate a slight uptick in numbers this year over last year.